prioritize messages sent by individuals when they are formally linked to organizations with verified accounts

Brand Advocacy programs should contain 4 components: Program goals, criteria for selection, a plan for onboarding, and finally, ____________.

a plan for continued engagement

a metrics and Reporting Game Plan

a database of advocate’s social media handles and passwords

a geographic advocate acquisition strategy

a compensation plan for advocates

You should use the 3 R’s, Relevance, Reach, and Resonance, to help you evaluate advocacy candidates. Resonance refers to ________________.

the amount of times per day they post to social media networks

the level of engagement they have with their audience

the number of languages they can communicate in

the amount of interesting content, such as gifs, that they use

the amount of re-tweets they get

Once you’ve onboarded a participant into the brand advocacy program, focus on keeping and growing their commitment and cultivating enthusiasm. At the start, check in periodically to make sure your new advocate is engaged and committed. ______________ check ins are a good rhythm.

30, 60, and 90 day

Influencer connections

Number of followers

Political values

All of these

Brand rub

When announcing an Employee Advocacy Program, it’s important to reinforce why sharing content on behalf of an employer is in the employee’s self-interest. Employee advocates can showcase their engagement by sharing content that portrays the organization in a positive light, thereby ________________________.

portraying the organization as a great place to work

differentiating themselves as a dedicated performer within the organization

getting more followers on their social channels

displaying the degree of their brand affinity

supporting the organization’s business interests

benefiting from brand rub

When running a Employee Advocacy program, eventually you’ll need to pull data to demonstrate the program’s effectiveness. Which of the following is not a common metric that program managers will look at?

new employee recruitment and sales leads generated

advocate engagement, which is measured by weekly and monthly active participants

% decrease in cost per click and cost per impression

social reach, which is a measure of the volume of content being shared to all different social networks

website traffic resulting from employee shares, which can be measured through the use of UTM links

Since a business cannot follow their Facebook followers directly, it’s important to build a community and demonstrate customer care by _______________.

sharing lots of new content and promotional materials each day

responding to questions and comments from customers on your Facebook post’s comment threads quickly and thoughtfully

sending each new follower a standardized, formal Facebook message to thank them

On your Facebook Business page, which feature would you use to provide your followers with the ability to Shop Now, Sign Up, or Contact Us.

Like-gating

Featured Likes column

third party app integration

Call to Action Button

Instant Conversion

Which of the following statements describes a best practice regarding your Facebook page profile picture?

Change once a week and use random images to create visual interest

Keep your profile picture consistent

Change it strategically to match your current campaigns

Change it every day to keep your followers interested

Cover photos have a prominent location in your social media profiles, so you should use this space strategically – for example, it’s a great place to ____________________.

showcase Buy Buttons for new products

put your company logo

announce new product releases or generate interest in upcoming events

display a professional headshot

highlight CTAs (Call-to-Action)

serve up Display Ads

To ensure your brand is being represented in the best light on Instagram, and to discover content from your customers, you should keep an eye on _____________.

Your connected business accounts section

Your Instagram Insights metrics

Photos in which your organization has been tagged

Trending Instagram hashtags such as #TBT posts

The comments section of boosted posts

As a rule of thumb, content about your company products and services should make up the following percentage of all content you share:

30%

65%

there is no rule of thumb

90%

Your profile picture should be easily recognizable, even at ________ size. Your _________ is usually the best choice.

thumbnail, logo

thumbnail, thumbprint

Pixel, landing page

thumbnail, products page

Billboard size, logo

Why is it important for social media managers to share insights into the performance of content shared on social media channels with individuals or teams within the organization responsible for creating branded content?

These insights ensure content is never repeated.

These insights can influence new content being created.

These insights prove what a great job you’ve done promoting content.

These insights show which networks content should be posted on.

When buying an ad for Instagram, begin by selecting an ___________ that most closely matches your business needs. For example, Clicks to Website, Website Conversions, Video Views, or Page Post Engagement.

Mission

Objective

Strategy

Goal

Tactic

When creating a paid advertisement for Instagram, you can add a ______________ that best represents the action you want your audience to take. For example, if you’re promoting a product, select “Shop Now”; if you’re promoting an event, “Learn More” would be a better choice.

URL Parameter

Carousel Menu

Owly link

call to action button

UTM Parameter

A key tool to achieving your social marketing goals is a strong ___________ which acts as a game plan for coordinating, creating, and distributing your organization’s _________.

Advocate relationship program, brand goals

Social Media Strategy, mission

Ads platform, banner ads

None of these

Messaging interface, key messages

Content Strategy, content

Private Twitter Lists are a great way to _________.

engage with industry influencers

use relevant industry Twitter accounts to influence your SEO

keep up with competitors’ content without publicly following them

maintain lists of relevant keywords

Your Twitter Likes Tab allows you to:

pin your most important tweets to the top of your profile

receive notifications when liked users sends tweets in the future

instantly trigger a paid Promoted Tweet

curate and display tweets from others that you have liked and find valuable

On Pinterest, utilize _______ to provide a high value, informative experience to your followers.

Pinterest Cards

Visual Boosts

Promoted Posts

Rich Pins

Brand voice/persona should be developed after your social strategy has been implemented for 6 months to see what kind of voice/persona occurs naturally.

False

True

Which two of the following are not key components of a Social Media Content Strategy (Pick 2):

Specifications for Profile Optimization

Brand Voice and Persona

research and analysis of current content reception and strategy

target audience identified by platform

list of content-specific goals and objectives

plans for the distribution of your content

When drafting the bio section of a social profile, keep in mind that only the first ____________ will appear to customers in search engine results, so be sure to convey the most important information first.

120 characters

200 characters

140 words

140 characters

60 words

What is a unique feature of an Instagram Business account versus a Personal Account?

You can include at least one contact option, in the form of an email, phone number, or street address.

They allow you to send private messages to your entire follower list.

You receive 5 free boosted posts per month.

You can delete comments left on your posts.

Your posts will be prioritized in your followers’ newsfeeds.

Instagram doesn’t offer many options for formatting your bio within the app, but there is a workaround for adding line breaks to your bio description to make it easier to read. Which of the following best describes this workaround?

To start a new line in your bio, hit the space bar 5 times quickly

Insert a period in it’s own line between two blocks of text

Insert a forward slash and backslash in between the blocks of text requiring a line break

Draft your bio using the notes app on your device, then paste your formatted copy into the bio field

Hold down the shift key when you’re drafting your bio

A social media content calendar should be broken down into 2 major sections: Your __________ which could contain items such as campaign starts, influencer takeovers, and new blog posts, and a more fine-grained ______________ which could be a detailed schedule of every post for each of your social networks.

social media strategy, evergreen content list

content strategy, hourly schedule

industry calendar, weekly schedule

None of these

larger monthly calendar, weekly calendar

weekly calendar, post-by-post spreadsheet

Which of the following is NOT a reason an organization would use the Instagram Stories feature?

To share content in a separate section of the app

To keep a permanent record of shared content

So that posts don’t show on your main Instagram profile

To allow in the moment posting and live broadcasting

To avoid cluttering the newsfeeds of your followers

A Social Media Manager for Athene Suites Hotels has gathered hundreds of vacation photos submitted by followers of the organization’s Instagram account. The best of these photos will be posted on the channel in an upcoming campaign that celebrates customers. Which term best describes these photos:

Follower Based Content

Audience curated images

User-generated content

Visually Curated Media

User-discovered Media

In order to track conversions for your content performance accurately, you’ll want to measure downloads attributable to visitors coming from social media channels. You can do this by configuring custom ____________ in Google Analytics. These will track the source of the visitors who complete an action, giving you a clear picture of the impact your social media activity is having on lead generation.

UTM parameters

Conversion trackers

None of these

Target parameters

Visitor trackers

Let’s say you’re looking to increase the visibility of your company blog. What, in addition to SEO tactics, could you do to make it easy for people to organically find your previously published posts?

None of these

Paid Boost via Google AdWords for underperforming posts

Embed pixels into all old blog posts

Link internally to previously published blog posts

Email a blog link to all captured leads

Hire a skywriter and graffiti artist

Republish old articles with different headlines

When broadcasting live on social, keep in mind that the best broadcasts are ones that feel like a conversation between brand and viewer. Unlike other forms of social video, you’ll get more views and engagement if your video ________________.

is longer and repeats key points.

is full of interesting transitions and editing techniques.

uses unusual lighting and sound effects.

includes a pdf attachment with details from the broadcast.

is short and action packed.

Let’s say you’re a Social Marketer, and you’re about to start curating content for your organization. You’re looking for tools that will help make this job more efficient and effective. Which of the following is NOT a feature you would generally look for in such a tool?

List of topics to avoid sharing

Search for popular articles that are trending on social

Provides content insights into what’s performing best in your industry

Search for relevant conversations happening on Twitter

Receive lists of content and Twitter Influencers

A practical benefit of ________________is that it requires little in the way of resources which can be helpful for organizations that don’t have a dedicated content team, but that still want to position themselves as trusted advisors in their industry.

Amplified Content

Created Content

Promoted Content

Curated Content

Auto-Generated Content

Verified Content

Why is it important to take sentiment into account when looking at the Conversation Rate of a social media post?

A post’s Conversation Rate can be high because it has received a large number of negative comments

Sentiment is the dividend in the Conversation Rate formula

Sentiment analytics are how you get from a Conversion Rate to a Conversation Rate

So the data being interpreted is unbiased by emotion and not open to interpretation

Sentiment is not related to Conversation Rate

The goal of this type of Facebook ads campaign is to expand the reach of a post that had organic success.

Display and Text Ads

Sponsored Content

Page Post Engagement

Promoted Pins

On Snapchat, a great way to generate buzz and encourage your followers to amplify your brand, is by creating image overlays referred to as __________.

Map lenses

Geofilters

Photo Layers

Brandfilters

Auto-Enhance

LensFilter

Image Boost

When it comes to content marketing on social media, Research is the key to understanding what content will resonate with your audience. Begin by looking at your Social Media Audit, and then use network-specific tools such as_______________ and ________________to identify your audience demographics by network.

Instagram Stories, LinkedIn Demographics

Snapchat Biographies, Twitter Lists

Twitter Demographic Analytics, Facebook Geo-Targets

Instagram Market Insights, Twitter People Metrics

Instagram Post-Locator, Facebook People Manager

Facebook’s Audience Insights, Twitter Analytics

Operating without a ______________ could result in posts that exhibit unbalanced tone, subject matter, or purpose. Moreover, without this plan in place, most organizations would find it difficult to maintain an effective cadence and regularity to their posting schedule.

Influencer Strategy

Advocate Strategy

Earned Strategy

Content Strategy

Paid Strategy

When it comes to creating video for your social channels, which of the following is NOT a best practice?

Shoot your video from different angles, and film additional “B-roll” footage

Since video will be consumed on mobile, record videos using mobile as well.

Film in landscape mode generally, but portrait mode when filming for Instagram Stories or Snapchat

Invest in professional video editing tools such as Final Cut Pro or Adobe Premiere

A key part of running a business blog is ensuring it, and by extension the organization’s website are easily discoverable. Make sure all your posts are ________________ by incorporating keywords into the title, subheadings, and body of your post, as well as the URL.

None of these

SEO friendly

Black Hat Optimized

Search Boosted

Flesch-Kincaid Optimized

Net-Neutral

The __________________ feature on Twitter is a great way to surface trending content, because it lets you save multiple searches using relevant keywords, hashtags, applicable sentiment.

Influencer Search

Meta Search

Deep Search

SearchLight

Advanced Search

Shared content can be categorised into two main categories: Curated, which is content gathered from trusted sources relevant to your industry, and ________________, which is content produced within your organization including items like blog articles, white papers, infographics, guides, and visuals.

Curated

Created

Verified

Promoted

Published

Amplified

With respect to content calendar for social media, why is it a best practice to keep a larger monthly calendar with general information about upcoming launches and big events that impact your content strategy, as well as a detailed weekly calendar with specific copy and assets?

To more easily identify the tools and vendors that will need to be engaged.

To prevent all of your content data from being stored in the same place.

To allow for more accurate social media budgeting projections.

To make keeping track of ad spend and budgeting easier and more efficient.

To more easily track the ROI of your social media content program.

To allow yourself flexibility to accommodate new social media trends that might appear unexpectedly.

When optimizing your social media profiles, be sure to provide a consistent business description across all channels. Brainstorm a handful of essential and _____________ keywords that describe your company, and incorporate them into the copy of your About sections.

Backlinked

Networked

Trademarked

Multi-syllabic

SEO-friendly

Content curation involves gathering and evaluating pieces of media from respected sources, and then sharing the most valuable gems with your audience. But modern social media professionals in larger organizations also need to gather, evaluate and share relevant content produced ___________.

in previous decades

in other industries

within their organization

by their competitors

in print form

none of these

What is a key tactic to use when measuring the reach of content, particularly content with a longer shelf life, such a blog posts, to ensure that you’re comparing apples to apples?

Measure the first 24 hours of reach only, as traffic dies down after day 1.

Choose a day of the week to be your measurement day, where you write down

Make sure all blog posts are published at the same time to avoid uneven reach.

Measure each piece of content’s reach at the end of the quarter.

the reach of each piece of content and compare.

Pick a consistent time frame to measure for each piece of content.

Public Twitter lists are best used to follow:

Keywords

Brand mentions

Competitors

Industry Influencers

______________________ are a YouTube feature that show up at the end of your video and can be used to lead visitors to a landing page once they have finished watching it.

Metatags

Video Cards

Landing Page Re-directs

Caption Files

Channel Trailers

Which of the following is an examples of social media objective that could support the goal to increase awareness of a new hotel location on social channels? (PICK TWO)

Experiment with 3rd Party Software Tools.

Schedule 2 tweets per day for 1 month, containing beautiful images of the region around the hotel.

Engage a certain number of local social media influencers to post about their experiences with the hotel in Q1.

Drive a certain number of mentions of a relevant branded hashtag in the first two 2 months following the opening.

Boost 5 Facebook Posts about the hotel that are already performing well organically.

Which of these is NOT a part of a Social Media Strategy?

Social Media Audit

Budget, Tactics, and Tools

Prospecting Strategy for Sales Leads

Social Media Goals and Objectives

Crisis Management Plan

Which of the following best describes the element of a Crisis Management Plan that specifies all the terms, hashtags, keywords that should be continually listened for on social channels with a view to identifying external issues before they spiral into crises?

Brand Awareness

Social Media Monitoring Strategy

Social Media Listening Techniques

Social Search Streams

Social Surveillance Best Practices

The key question you want to keep in mind while undertaking a social media audit is: “What value is your organization adding to your customers through social media now vs. _______________?”

the number of followers you gain per quarter

the value your customers are providing to you

the value you want to be adding

the amount you spent acquiring them

the maximum revenue you can extract from customers in exchange

What element of a Crisis Management Plan defines the process that should unfold once an issue or crisis is identified? Hint: it also includes information about team members who should be engaged, when to pause publishing activities, and who decides when a crisis is over and normal social media operations can resume?

Conditional (“If-Then”) Branches

Decision Tree

None of these

Flow Chart

Hypothetical Imperatives

Venn Diagram

_______________would involve serving messages and content organically through your organization’s official social channels.

ARPU levers

Owned tactics

Conversion channels

Top of Funnel media properties

None of these

All of these

________________ increase the efficiency and effectiveness of social marketing tactics. Examples include Upcontent, Right Relevance, BuzzSumo and Hootsuite.

None of these

Native social networks

HTML Markup Tools

3rd Party Software Tools

Social Marketing Consultancies

Social Media Agencies

_______________ have become increasingly important because of the decline of organic views AND because of the overall increase in the volume of content being published on social channels.

Enterprise Tactics

Paid Tactics

Owned Strategies

Top of Funnel Conversions

Earned Goals

Influencer Strategies

An example of an “earned” social media tactic:

forging mutually beneficial influencer relationships

generating positive conversations on social around your products or services

all of the above

sparking word of mouth recommendations from previous customers

encouraging employees to amplify your organization’s social content on their personal social channels.

The value of social advertising lies in the large audience size your company has the potential to reach and the ______________ social ad platforms offer.

A) always include direct call to action to buy your product/service and UTM parameters to track ROI more efficiently

B) have underperformed when initially posted

C) promote community building and foster conversation about industry topics

D) drive users to your website or blog or spread awareness of a time-bound campaign

54)

The goal of this type of Facebook ads campaign is to expand the reach of a post that had organic success.

A)

B)

55)

With ___________ bidding, you pay each time your Facebook ad is shown to a member of your targeted audience. _________ is a good option when the focus of your Facebook Ad campaign is exposure. (one answer)

A) only by third party B2B consulting firms with appropriately licensed staff

B) during a social media audit and at regular intervals

C) in partnership with competing businesses so a complete picture of the competitive landscape can be generated

D) using qualitative data only

71)

The purpose of a ____ is to ensure you have set clear goals, know your target market, have identified the best channels to distribute and share your content, and have established a set of topics that will interest your audience.

A) content Calendar

B) social media policy

C) content strategy

D) SMART objective

72)

____ with an interested audience over long periods of time can lead to you being seen as a trusted advisor.

A) Highly targeted social advertising

B) Lighthearted, humorous conversations

C) Sharing company news and information about products and services

D) Sharing useful, relevant content

73)

If you’re taking the time to develop a blog, boost the discoverability of each post by making them ____-friendly

A) SEO

B) Email

C) Facebook Analytics

D) ROI

74)

An optimal content marketing program will incorporate ____ content

A) audio and visual

B) curated and created

C) paid and earned

D) crowdsourced and created

75)

Due to the 140 character limit of Instagram captions, it’s important to be concise with every post.

A) TRUE

B) FALSE

C) True, but you can make captions longer by adding multiple comments under each photo

When optimizing your YouTube page, use ____ for grouping together relevant videos so viewers progress naturally from video to video, thus generating more views through their session.

The following social networks must be a part of every business’ social strategy, regardless of industry:

A) Twitter and Facebook to start, add Instagram when photo-editing resources are available B) Businesses should choose their network based on where their audience resides C) Instagram, Facebook and Google+ for SEO D) Facebook, LinkedIn and Twitter

102)

Identifying and defining ____ for the calendar year is essential when planning your social media activity.

Brand/voice persona should be developed after your social strategy has been implemented for 6 months to see what kind of voice/persona develops naturally

A) set up private Lists so you can better monitor their activity B) select “Turn on Post Notfications” for these users C) to Add the Instagram widget to the RSS feed in your Browser D) start a Notes document to keep track of their handles, and then make a point of visiting their profiles regularly

106)

“Credit content from other people by mentioning their username in the caption or by tagging it in the photo”. On which social network is this advice most relevant?

A) Ignore it, the customer will probably forget about it B) Address it quickly, and take the conversation to private messaging as needed C) Ask your brand advocates to target the customers message with hostile replies D) Check to see if the customer’s problem is the company’s fault. If not, let them know

A) view the top visited websites of your target audience B) study the demographics of an audience connected to your Facebook Page C) get information about specific people like a group of influencers D) instantly compare audience demographics of your Facebook following to that of your Instagram following